Implications Of Blockchain Technology On Marketing

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dc.authorid0000-0002-5028-1096en_US
dc.contributor.authorErtemel, Adnan Veysel
dc.date.accessioned2018-12-24T10:26:11Z
dc.date.available2018-12-24T10:26:11Z
dc.date.issued2018en_US
dc.departmentFakülteler, İşletme Fakültesi, Uluslararası Ticaret Bölümüen_US
dc.description.abstractTrust issue gradually becomes more of a concern in the 21st century business environment. Recent research sheds light on the erosion of trust to brands on a global basis. Traditionally, trusted third parties take place to ensure the trust needed for business transactions to take place. Digitization, advances in peer-to-peer networks and cryptographic technologies have advanced to such a point that exchange of currency, as in the case of Bitcoin, and even value as in the case of property rights, securities, ownership etc. can be done over Internet with Blockchain technology serving as a trust layer baked into the protocol. Blockchain technology serves as the missing trust layer in the evolution of Internet. This paper explores implications of Blockchain technology on marketing discipline from various aspects. The paper pinpoints the key strategies marketers need to adopt to survive in the rapidly evolving business landscape. Finally, conclusions are drawn regarding future direction of marketing as affected by those technological advances.en_US
dc.identifier.citationErtemel, Adnan V. (2018). Implications Of Blockchain Technology On Marketing, Vol: 4, Issue: 2, pp. (35-44)en_US
dc.identifier.endpage44en_US
dc.identifier.issue2en_US
dc.identifier.startpage35en_US
dc.identifier.urihttps://hdl.handle.net/11467/2466
dc.identifier.volume4en_US
dc.language.isoenen_US
dc.publisherİstanbul Ticaret Üniversitesien_US
dc.relation.ispartofJournal of International Trade, Logistics and Lawen_US
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectBlockchainen_US
dc.subjectDigital Marketingen_US
dc.subjectMarketing Ethicsen_US
dc.subjectConsumer Trusten_US
dc.subjectDisintermediationen_US
dc.titleImplications Of Blockchain Technology On Marketingen_US
dc.typeArticleen_US

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